Taiwan Tourism has shown how to turn everyday London journeys into a travel daydream. In December 2025, a sightseeing bus in London was wrapped in bold yellow artwork featuring Taiwan scenes, with the headline ‘Step into Taiwan Warmth All Year Round’. The creative used different designs on each side of the bus, so the story changed depending on where you stood.
For anyone considering London bus advertising, this campaign is a reminder that buses do more than carry commuters. They carry attention through the busiest parts of the city, again and again, right at street level.
A Winter Message Built for London Streets
The line ‘Warmth All Year Round’ lands well in a UK winter. Londoners are in coats; it gets dark early and people start craving a break. A bus wrap puts that feeling in front of shoppers, theatre crowds, commuters and tourists in the same day.
The campaign used illustration rather than photography. That matters. Hand drawn scenes feel friendly and approachable, and they cut through the usual travel posters you see at stations and airports.
What the Artwork Actually Showed
The designs featured recognisable Taiwan moments and landscapes. Reports describe scenes including temples, hot springs, beaches, forests, trains and Taipei 101 fireworks.
That mix is smart because it gives multiple reasons to travel, without overloading the message.
Key visual themes that stood out were
- Culture and heritage through temple imagery
- Nature and wellbeing through forests and hot springs
- Modern city energy through Taipei 101 and transport scenes
- A simple repeated brand anchor with the word Taiwan
Why a Bus is the Right Canvas for Destination Marketing
A wrapped bus is basically a moving billboard with more dwell time than most outdoor formats. It sits in traffic, pulls into stops, crawls past crossings and repeats along the same corridors all day.
For a destination brand, that brings three wins.
Repetition that builds familiarity
Travel decisions often start with a spark, then a search later. Seeing the same destination across multiple days helps the name stick.
High visibility without relying on one location
A static poster can be missed. A bus travels through different neighbourhoods and catches different audiences.
A format made for storytelling
With large side panels, you can show multiple scenes, colour blocks and clear calls to action. This Taiwan campaign even used different sides for different artwork, which is a lovely way to add variety while keeping the same core line.
If your brand is looking for similar look, bus wraps give you that full impact canvas, while bus sides can deliver strong coverage with a more modular approach.
Creative Choices Other Brands Can Copy
You do not need to be a tourism board to use these ideas. Any brand that wants mass awareness can lift the same principles when they advertise on London bus routes.
Keep the message short and human
Step into Taiwan is simple. Warmth All Year Round is easy to remember. That is exactly what you want when people have two seconds at a junction.
Use colour that fights the background
London has constant visual noise. The yellow wrap is a deliberate contrast against typical street colours, which makes the bus pop.
Build a visual system, not a single poster
Multiple scenes, consistent style and one clear destination name create recognition from any angle.
If your campaign is more performance driven, you can pair this style with direct response formats like bus rears to keep a URL, QR code or offer line in driver eye level view.
What this Means for London Bus Advertising Buyers
This campaign is a strong example of how to use buses for top of funnel awareness. It also hints at a practical planning approach.
- Choose a format that fits your story, wraps for immersion, sides for broad reach, rears for action
- Build creative that reads fast, one headline, one brand anchor, one clear feeling
- Plan routes around the audience you want, shoppers, commuters, visitors, students
- Track impact with branded search uplift, landing page visits and social mentions
If you want more examples of real campaigns, browse our Campaigns and News page and the Campaign Gallery.
Ready to Put Your Brand on London Buses
If this Taiwan Tourism campaign has sparked ideas, we can help you plan your own campaign. At London Bus Advertising, we support brands with format selection, route planning, production guidance and campaign delivery. Speak to us today and we will map out options that fit your budget and timeline.
FAQs
What format did Taiwan Tourism use for the London bus campaign?
It used a full bus wrap style execution with large illustrated panels and a consistent headline, designed to stand out in traffic.
Why London bus ads work well for tourism brands?
Buses combine high visibility, repeated exposure and a large creative canvas, which helps a destination name stay in mind before someone searches or books.
How can a brand advertise on London bus routes effectively?
Start with one clear message, pick routes that match your audience and use a format like wraps or sides for awareness, then add rears if you want direct action.
What was the main message of the Taiwan bus creative.
The campaign centred on the line ‘Step into Taiwan Warmth All Year Round’, with Taiwan illustrated scenes on the bus sides.